Authors: May, Frank

Citation: May, Frank, The Effect of Future Event Markers on Intertemporal Choice Is Moderated by the Reliance on Emotions versus Reason to Make Decisions, Journal of consumer research JCR;Consumer research , 44(2), 2017, pp. 313-331

Authors: May, Frank Irmak, Caglar

Citation: May, Frank et Irmak, Caglar, The Effects of Rarity on Indulgent Consumption: Non-Impulsives Indulge When Low Frequency Is Salient, Journal of consumer research JCR;Consumer research , 45(2), 2018, pp. 383-402

Authors: May, Frank Irmak, Caglar

Citation: May, Frank et Irmak, Caglar, Licensing Indulgence in the Present by Distorting Memories of Past Behavior, Journal of consumer research JCR;Consumer research , 41(3), 2014, pp. 624-641

Authors: Monga, Ashwani May, Frank Bagchi, Rajesh

Citation: Monga, Ashwani et al., Eliciting Time versus Money: Time Scarcity Underlies Asymmetric Wage Rates, Journal of consumer research JCR;Consumer research , 44(4), 2017, pp. 833-852

Authors: May, Frank Monga, Ashwani

Citation: May, Frank et Monga, Ashwani, When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience, Journal of consumer research JCR;Consumer research , 41(5), 2014, pp. 924-942

Authors: Siddiqui, Rafay A May, Frank Monga, Ashwani

Citation: A. Siddiqui, Rafay et al., Time Window as a Self-Control Denominator: Shorter Windows Shift Preference toward Virtues and Longer Windows toward Vices, Journal of consumer research JCR;Consumer research , 43(6), 2017, pp. 932-949